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La influencia de la cultura sobre la búsqueda de información. El caso de la vivienda para 'turismo residencial' en la Costa Blanca

Author

Listed:
  • Andreas Kanther

    (Universidad Miguel Hernández)

  • Francisco José Sarabia Sánchez

    (Universidad Miguel Hernández)

  • José Francisco Parra Azor

    (Universidad Miguel Hernández)

Abstract

The influence of culture in the buying decision process is analyzed by focusing on the information seeking behaviour for a product representing a complex decision making. The literature proves the importance of culture for the decision process while there are hardly any studies available for the real-estate sector. Using a cultural specific approach, the influence of culture (represented by the dimensions of horizontal and vertical individualism and collectivism, risk aversion, and future time perspective) on information seeking behaviour (importance of information sources, information search effort, cognitive effort and perceived risk) is analyzed. The study, with a sample of people from three European countries - Spain, Germany and United Kingdom - who bought a house for residential tourism within the last four years in the Costa Blanca area found significant influences of culture on the different groups and variables considered. Se realiza un análisis de la influencia de la cultura sobre el proceso de decisión de compra, centrándose en la etapa de búsqueda de información en un bien de decisión de compra compleja. La literatura ha incidido en la importancia de la cultura como factor importante, aunque apenas hay literatura en el ámbito del marketing del sector inmobiliario. Tras adoptar un enfoque específico-cultural, se analiza la influencia diferencial de la cultura (medida mediante las dimensiones 'verticalidad-horizontalidad' y 'colectiva-individual', la aversión al riesgo y la orientación al tiempo) sobre la búsqueda de información medida mediante la importancia dada a las fuentes de información, los esfuerzos de búsqueda y cognitivo y el riesgo percibido. El estudio, realizado en una muestra de compradores de vivienda para turismo residencial en los últimos 4 años en la CostaBlanca, procedentes de 3 países europeos -España, Alemania y Reino Unido- muestra la influencia real y significativa de la cultura en los diversos colectivos y variables consideradas.

Suggested Citation

  • Andreas Kanther & Francisco José Sarabia Sánchez & José Francisco Parra Azor, 2008. "La influencia de la cultura sobre la búsqueda de información. El caso de la vivienda para 'turismo residencial' en la Costa Blanca," Working Papers. Serie EC 2008-03, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
    • Handle: RePEc:ivi:wpasec:2008-03
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    File URL: http://www.ivie.es/downloads/docs/wpasec/wpasec-2008-03.pdf
    File Function: Fisrt version / Primera version, 2008
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